Aquatera Utilities Inc.’s innovative marketing campaign, centered around the concept of the 4P’s – Pee, Poo, Paper (Toilet), and Puke – promotes awareness and action about traditional sewer and wastewater management messaging. Targeting residential and commercial customers as well as youth across multiple service regions including City of Grande Prairie, County of Grande Prairie, Town of Sexsmith, Town of Wembley, Municipality of Jasper, Town of Hinton, City of Wetaskiwin, and Town of Manning, this campaign transcends conventional marketing strategies by incorporating customer feedback and embracing a multi-platform marketing driven approach.
Originally structured around the traditional 3P’s model (Pee, Poo, and Paper (Toilet)), the campaign underwent a transformative evolution following a customer’s suggestion to include the fourth P – Puke. Recognizing the value of customer input, Aquatera promptly credited the customer and swiftly adapted their marketing strategy to promote the NEW 4P’s concept, effectively creating a brand promoter in the process.
The 4P’s campaign focuses on educating consumers about the safe disposal of waste materials down toilets. Through this educational initiative, Aquatera aims to mitigate the risk of damage to water infrastructure systems and potential contamination of waterways caused by the improper disposal of non-flushable items. The outcome is to reduce or eliminate the negative impacts on the environment, and costly infrastructure repairs and maintenance on both the public and private sides.
This campaign promotes education and a call-to-action for customers to spur an immediate response to reduce any items that don’t fall under the 4P’s category and encourage them dispose of waste properly. We want to provide simple, clear, and transparent communication to change individuals from passive observers to active participants to align their actions with the goal of this campaign.
We want our audience to have multiples lines of communication for feedback such as our websites LiveChat feature, comments, messages, surveys, emails, and phone calls.
This campaign is implemented throughout the year, with additional emphasis during special days such as National Toilet Day and National Toilet Paper Day. The campaign leverages a multi-platform approach to reach its target audiences and stakeholders including its website, online tools (www.aquatera.ca/services/wheredoesmywastego) and social media platforms such as Facebook, LinkedIn, and X.
Furthermore, Aquatera collaborated with a like-minded organization the Water North Coalition to extend the campaign’s reach across their social media channels (Facebook and LinkedIn). Complemented by resource guides tailored for Residential Customers, Teachers, Students, and Youth Group Organizations.
Utilizing an array of creative and engaging content formats such as YouTube videos and The Drop – Blog Posts with titles like “An Eruption of Volcanic Proportions” and “To Flush or Not to Flush.. That Shouldn’t Even Be a Question”, Aquatera effectively captures the attention of its audience while delivering vital messaging on waste management.
Supported by additional tactics including TV player advertisements, animated graphics and digital billboards, e-newsletters, demonstrations and events, promotional items, Treatment Plant facility in-person, virtual tours and school and youth group presentations, Aquatera ensures widespread visibility and engagement, ultimately fostering a more sustainable and environmentally conscious community.
Aquatera’s 4P’s campaign stands as a testament to the power of customer-centric marketing and proactive environmental stewardship. Aquatera demonstrates a commitment to listening, adapting, and educating. As the campaign continues to evolve and inspire, its impact on water infrastructure preservation and environmental protection will undoubtedly leave a lasting legacy.